Graphic project carried out for the Bruton brewery, a company that has been in existence since 2002, but recently saw the need for a repositioning, with the main objective of attracting new audiences and trying new possibilities for expansion.

Problem: A look that didn’t represent the brand. The visual identity did not have a defined objective or clear positioning, moreover, its image did not communicate a product of interest to the younger audience.

Defining a path to be followed was the first step in the process. We wanted to achieve a strong, young, well-structured brand that would obviously stand out from its competitors as a premium and excellent quality product. I chose to go in a direction that was bold and innovative, to attract the younger clientele, but that would also be a good option for a more mature audience. The main objective, initially, was to maintain the balance between the two audiences, letting essence prevail.

I proposed a totally different visual language, with more colors, graphics and appropriate layouts. The new phase of this company should hit the shelves ready to show itself young, in addition to continuing to be strong and loved, with the essence of always. The packaging needed to draw attention, we arrived at a simple layout, but well done and striking, where the colors and layout of the elements are the main differentiators. The typography that makes up the layout has a more vintage, traditional proposal, balancing with colors, which are responsible for bringing a younger/current feeling and serve to differentiate the labels.

The redesign was supposed to translate the brand’s purpose of delivering an excellent Irish product and the aim of the packaging design was also to convey high quality. All the elements together created a memorable brand. We managed to arrive at a packaging structure that stands out and also presents a premium product. Now, Bruton is ready to break new ground.